History and heritage of the Howlin' brand
Howlin' was founded in 2009, rooted in Scottish knitwear tradition. The yarn is pure Shetland wool, spun in Scotland: pure means an unmixed composition, 100% wool. The knit is brushed with natural teasels to raise the wool pile on the surface and finished by hand. Spinning, brushing, and hand-finishing are the three core steps of the brand's process, making all the difference when comparing fine knitwear side by side.
The brand sums up its philosophy in a few words: quality yarns, unconventional ideas, and construction built to last. The creative approach shows in the model names—far from traditional knitwear lexicon—such as Megatron Man, Magic Voodoo, and Firecracker. Quality and durability are evidenced directly on the garment through its composition and hand-finishing.
At Pier Paolo Marotta, Howlin' sits alongside British and European brands such as Universal Works, Weekend Offender, Armor lux, Baracuta, and Paraboot. We selected it for its wool quality and finishing details above brand image: we evaluate a sweater by its composition, construction, and shape retention over time.
The Howlin' sweater selection
This selection features Howlin' men's knitwear from the current Autumn/Winter season, with dedicated product pages for each colorway.
Megatron Manis available in Denim and Biscuit.Magic Voodoocomes in Denim, Wine, and Oxford.Firecrackeris available in Forest. Colorways are specified in the title of each product page, allowing direct comparisons from the grid above.
Quantities per style are limited and updated daily: the grid displays current availability with real-time pricing. In terms of price point, these pieces represent a wardrobe investment: a pure wool sweater is crafted for long-term wear, not a single season.
How to choose a Howlin' sweater
Focus on the wool first, then the style
The brand uses pure Shetland wool spun in Scotland, though specific details are detailed on each product page: review the composition and origin of your selected garment. A wool sweater is chosen primarily for warmth and longevity, followed by color and silhouette.
Sizing and fit
Specific fit details are listed on each product page. As with all fine knitwear, start with your standard size and compare two key measurements with a well-fitting sweater: shoulder-to-shoulder width and shoulder-to-hem length. This is the same sizing method we use in our Formia store.
When layering over an oxford cloth or chambray shirt, allow extra room across the shoulders and chest. For wearing over a T-shirt, a closer fit to the body is recommended.
Colors and styling
Select among Denim, Biscuit, Wine, Oxford, and Forest based on existing wardrobe essentials: jackets, trousers, and footwear. A wool sweater functions as a layering piece—over a shirt, under a chore jacket or boiled wool outerwear, paired with raw or selvedge denim. For a single investment piece, choose the shade that offers maximum versatility with your current wardrobe.
Garment care
Store wool knitwear folded rather than hung. Follow the internal care label instructions for washing.
Frequently Asked Questions (FAQ)
What wool is used in Howlin' sweaters?
The brand uses pure Shetland wool spun in Scotland, brushed with natural teasels and hand-finished. Pure wool indicates an unmixed 100% wool composition. Refer to the specific product page for itemized material details.
Where are Howlin' sweaters made?
Founded in 2009 within the Scottish knitwear tradition, Howlin' crafts its knitwear in Scotland using locally spun wool and hand-finishing techniques. The exact origin of each garment is specified on its product page.
Which Howlin' sweaters are featured in this collection?
The men's selection includes Megatron Man (Denim, Biscuit), Magic Voodoo (Denim, Wine, Oxford), and Firecracker (Forest). Availability updates regularly as shown in the product grid above.
How do you select the correct size for a wool sweater?
Start with your regular size and compare shoulder width and total length against a well-fitting sweater. Allow additional room if layering over a collared shirt. Size options and detailed measurements are listed on each product page.
How should a pure wool sweater be stored?
Store folded in a drawer rather than hung on a hanger, as hanging causes knitwear to stretch under its own weight. Always consult the internal care label for washing instructions.
